System, method, and recording medium for splitting and merging advertisements to a plurality of devices

ABSTRACT

A split and merge advertisement method, system, and non-transitory computer readable medium, include an advertisement splitting circuit configured to split the first advertisement to be played on a second device when a moving user of the first group of users moves from a proximity of the first device to a proximity of the second device as detected by the user identifying unit of each of the first device and the second device, an optimization circuit configured to optimize a second advertisement to be played on the first device for the first group of users having a new group composition and a third advertisement to be played on the second device for the moving user, and an advertisement merging circuit configured to merge the third advertisement with the second advertisement when the moving user moves from the second device to the first device.

BACKGROUND

The present invention relates generally to a split and mergeadvertisement system, and more particularly, but not by way oflimitation, to a split and merge advertisement system for splittingadvertisements to other devices as users physically move betweendevices, and, then merging the advertisements back together as the usersphysically move back to previous devices that are currently displayingother advertisements to users.

Conventional advertisement techniques consider adapting advertisementsto maximize the satisfaction of subgroups of a group viewingadvertisements (e.g., personalization techniques). However, theconventional optimization techniques only consider a single device.

Other conventional techniques have considered cross-channel andcross-device remarketing from advertisements previously generated andadvertised to the user.

However, there is a technical problem in the conventional techniques inthat the conventional techniques do not consider splittingadvertisements to different devices as a group of users splits intosubgroups of users at different devices, and then merging differentadvertisements together as the subgroups reform the group (or form a newgroup) at the prior device to optimally advertise to dynamicallychanging groups or subgroups of users.

SUMMARY

In view of the technical problem, the inventors have considered anon-abstract improvement to a computer technology via a technicalsolution to the technical problem in which advertisements can be movedbetween devices as users move between devices such that when a group ofusers splits up into multiple groups and physically move in front ofdifferent devices, the advertisement is split to play on the differentdevice from the middle of the advertisment, and as the users move backto a prior device (or a different device), the advertisements from thetwo separate devices can be merged together at locations where otherusers are already watching a different advertisement on the otherdevices.

In an exemplary embodiment, the present invention can provide a splitand merge advertisement system interfacing with a plurality of devices,each device including a user identifying unit configured to identifyeach user viewing advertisements on the respective device, the systemincluding a device data collecting circuit configured to collect datafrom a first device indicating a first group of users are viewing afirst advertisement on the first device, an advertisement splittingcircuit configured to split the first advertisement to be played on asecond device when a moving user of the first group of users moves froma proximity of the first device to a proximity of the second device asdetected by the user identifying unit of each of the first device andthe second device, an optimization circuit configured to optimize asecond advertisement to be played on the first device for the firstgroup of users having a new group composition and a third advertisementto be played on the second device for the moving user, and anadvertisement merging circuit configured to merge the thirdadvertisement with the second advertisement when the moving user movesfrom the second device to the first device.

Further, in another exemplary embodiment, the present invention canprovide a split and merge advertisement method interfacing with aplurality of devices, each device including a user identifying unitconfigured to identify each user viewing advertisements on therespective device, the method including collecting data from a firstdevice indicating a first group of users are viewing a firstadvertisement on the first device, splitting the first advertisement tobe played on a second device when a moving user of the first group ofusers moves from a proximity of the first device to a proximity of thesecond device as detected by the user identifying unit of each of thefirst device and the second device, optimizing a second advertisement tobe played on the first device for the first group of users having a newgroup composition and a third advertisement to be played on the seconddevice for the moving user, and merging the third advertisement with thesecond advertisement when the moving user moves from the second deviceto the first device.

Even further, in another exemplary embodiment, the present invention canprovide a non-transitory computer-readable recording medium recording asplit and merge advertisement program interfacing with a plurality ofdevices, each device including a user identifying unit configured toidentify each user viewing advertisements on the respective device, theprogram causing a computer to perform: collecting data from a firstdevice indicating a first group of users are viewing a firstadvertisement on the first device, splitting the first advertisement tobe played on a second device when a moving user of the first group ofusers moves from a proximity of the first device to a proximity of thesecond device as detected by the user identifying unit of each of thefirst device and the second device, optimizing a second advertisement tobe played on the first device for the first group of users having a newgroup composition and a third advertisement to be played on the seconddevice for the moving user, and merging the third advertisement with thesecond advertisement when the moving user moves from the second deviceto the first device.

There has thus been outlined, rather broadly, an embodiment of theinvention in order that the detailed description thereof herein may bebetter understood, and in order that the present contribution to the artmay be better appreciated. There are, of course, additional exemplaryembodiments of the invention that will be described below and which willform the subject matter of the claims appended hereto.

It is to be understood that the invention is not limited in itsapplication to the details of construction and to the arrangements ofthe components set forth in the following description or illustrated inthe drawings. The invention is capable of embodiments in addition tothose described and of being practiced and carried out in various ways.Also, it is to be understood that the phraseology and terminologyemployed herein, as well as the abstract, are for the purpose ofdescription and should not be regarded as limiting.

As such, those skilled in the art will appreciate that the conceptionupon which this disclosure is based may readily be utilized as a basisfor the designing of other structures, methods and systems for carryingout the several purposes of the present invention. It is important,therefore, that the claims be regarded as including such equivalentconstructions insofar as they do not depart from the spirit and scope ofthe present invention.

BRIEF DESCRIPTION OF THE DRAWINGS

The exemplary aspects of the invention will be better understood fromthe following detailed description of the exemplary embodiments of theinvention with reference to the drawings.

FIG. 1 exemplarily shows a block diagram illustrating a configuration ofa split and merge advertisement system 100.

FIG. 2 exemplarily shows a high level flow chart for a split and mergeadvertisement method 200.

FIG. 3 exemplarily shows an exemplary splitting and merging ofadvertisements between a controller 350, content-serving devices 130, adevice capability register database 320, and an ad content and modalitydatabase 150 as facilitated by the split and merge advertisement system100.

FIGS. 4A-D exemplarily depicts splitting and merging of advertisementsas facilitated by the split and marge advertisement system 100.

FIG. 5 depicts a cloud computing node 10 according to an exemplaryembodiment of the present invention.

FIG. 6 depicts a cloud computing environment 50 according to anotherexemplary embodiment of the present invention.

FIG. 7 depicts abstraction model layers according to an exemplaryembodiment of the present invention.

DETAILED DESCRIPTION OF THE EXEMPLARY EMBODIMENTS

The invention will now be described with reference to FIGS. 1-7, inwhich like reference numerals refer to like parts throughout. It isemphasized that, according to common practice, the various features ofthe drawing are not necessarily to scale. On the contrary, thedimensions of the various features can be arbitrarily expanded orreduced for clarity. Exemplary embodiments are provided below forillustration purposes and do not limit the claims.

With reference now to FIG. 1, the split and merge advertisement system100 includes a device data collecting circuit 101, an advertisementsplitting circuit 102, an optimization updating circuit 103, a stoppingcircuit 104, and an advertisement merging circuit 105. The split andmerge advertisement system 100 includes a processor 180 and a memory190, with the memory 190 storing instructions to cause the processor 180to execute each circuit of split and merge advertisement system 100. Theprocessor and memory may be physical hardware components, or acombination of hardware and software components.

Although the split and merge advertisement system 100 includes variouscircuits, it should be noted that the split and merge advertisementsystem can include modules in which the memory 190 stores instructionsto cause the processor 180 to execute each module of split and mergeadvertisement system 100.

Also, each circuit can be a stand-alone device, unit, module, etc. thatcan be interconnected to cooperatively produce a transformation to aresult.

With the use of these various circuits, the split and mergeadvertisement system 100 may act in a more sophisticated and usefulfashion, and in a cognitive manner while giving the impression of mentalabilities and processes related to knowledge, attention, memory,judgment and evaluation, reasoning, and advanced computation. That is, asystem is said to be “cognitive” if it possesses macro-scaleproperties—perception, goal-oriented behavior, learning/memory andaction—that characterize systems (i.e., humans) that all agree arecognitive.

Although as shown in FIGS. 5-7 and as described later, the computersystem/server 12 is exemplarily shown in cloud computing node 10 as ageneral-purpose computing circuit which may execute in a layer the splitand merge advertisement system 100 (FIG. 6), it is noted that thepresent invention can be implemented outside of the cloud environment.

Devices 130 serve advertisement(s) from the advertisement database 150for a user to view. The devices 130 can include a television, mobiledevice, a billboard, a banner, a ticker, a business location, or anymedium(s) that can display an advertisement.

Each of the devices 130 includes a user identifying unit 131 foridentifying the users who are viewing the device 130. That is, the useridentifying unit 131 identifies the user(s) who are currently viewing anadvertisement on the device 130 and identifies when the user(s) viewingthe device 130 change such as when a user leaves the presence of thedevice 130 or enters the presence of the device 130 (e.g., the group ofusers using the device 130 changes). The user identifying unit 131 alsostores by which device a user was last identified, such that as a usermoves between devices 130. Based on the user identifying unit 131identifying certain user(s), the advertisement(s) are personalized forthe individual user, or optimized to maximize the combined satisfactionof the group, where the group members have been identified.

The device data collecting circuit 101 collects the data from thedevices 130 of which user(s) are currently viewing a first advertisementon a first device 130 of the devices 130 and when (e.g., at what pointduring the advertisement) a user, who was watching the firstadvertisement on the first device 130, moves to a second device 130 thatis not displaying an advertisement, or to a third device 130 that isdisplaying a second advertisement to a different user(s).

In other words, the device data collecting circuit 101 tracks whichadvertisements the users are currently watching on a device 130 andwhich advertisement the user was previously watching when the user movesto a new (i.e., different) device 130.

Based on the point during the first advertisement that the user has beendetected to have left the proximity of the first device 130, theadvertisement splitting circuit 102 splits the first advertisement to beplayed on the second device 130 from the point the user left the viewingproximity of the first device 130. That is, in the event that one ormore of the users move to one or more locations that are close to one ormore other devices (e.g., the second device) recognized by the useridentifying unit 131, the ongoing advertisement is also delivered ontothe second device, adapting to the capabilities of the one or more otherdevices from the point at which the user left the proximity of the firstdevice by the advertisement splitting circuit 102 (e.g., the firstadvertisement is split to a second device).

The optimization updating circuit 103 dynamically updates theoptimization of the advertisements based on the device data collectingcircuit 101 identifying that the users viewing the particular device 130has changed. Thus, as a user(s) enter and leave the proximity of adevice 130, the next (subsequent) advertisement played on the device 130with the new user(s) will be optimized based on the detected change inuser(s) viewing the device 130.

Also, the optimization updating circuit 103 re-computes the dynamicpersonalization of the advertisements when a split event, as now thedevice 130 needs to deliver to only a sub-group (e.g., changed groupcomposition) of the originally computed group. Thereby, the optimizationcan be performed based on the detection of a new user (e.g., changedgroup composition) or based on a splitting of the advertisement onto adifferent device such that subsequent advertisements are optimized tothe new user(s) (changed group composition) near the devices 130.

Further, when the advertisement splitting circuit 102 splits theadvertisement, the optimization of advertisements by the optimizationupdating circuit 103 does not need necessarily to happen from the nextadvertisement onwards. In the case that on-the-fly modification ofadvertisements are possible (such as, when a series of videos aredynamically composed to generate an advertisement on the fly while theearlier part of the same (e.g., dynamically-generated-that-far)advertisement is being played), the ongoing split advertisement can beoptimized with content “C1” for audience subset “A”, and with content“C2” for audience subset “B” (assuming that the audience has split intotwo parts—“A” and “B”).

The stopping circuit 104 stops the device 130 from distributing anadvertisement if the device data collecting circuit 101 detects thatthere are no users in the proximity (e.g., close to) of the device 130.The proximity to the user can be set freely according to a userpreference. For example, if adjacent rooms each have a device 130, theproximity can be set such that the user has to be within the room andsuch that the stopping circuit 104 can stop the device from playing anadvertisement once the user(s) leaves the room.

When the device data collecting circuit 101 identifies that a user(s)has moved from a second device playing a second advertisement to a firstdevice already playing a first advertisement to a user(s), theadvertisement merging circuit 105 merges the first advertisement and thesecond advertisement using an in-advertisement dynamic personalizationtechnique such that the two advertisements are merged to continueplaying for the new set of users.

For example, the advertisement merging circuit 105 can merge the firstand second advertisements together by setting the first advertisement asa first portion of the total advertisement and having a second portion(e.g., the portion of the advertisement after the merge) that comprisesan optimization of the at least two merged advertisements, apre-programmed segment based on types of advertisements being merged,etc. and the second portion needs to be filled in dynamically after thefirst portion of the advertisement.

For example, if the first advertisement is directed to a vacation on abeach and the second advertisement is direct to a soft drink, when theadvertisements are merged together by the advertisement merging circuit105, the later portion (e.g., the portion of the advertisement after themerging) can include a person on a beach drinking the soft drink suchthat the advertisements are “merged” together.

Further, after the advertisement merging circuit 105 merges theadvertisements together based on the group composition changing (e.g.,more (less) users), the optimization updating circuit 103 updates theadvertisements based on the new group composition such that the mostoptimal advertisements are distributed to the users based on the newgroup composition in subsequent advertisements.

Also, on the merge, if there are any “subsequent advertisements”pre-computed for the user(s) to be shown after the current advertisementbeing played, then that pipeline of “subsequent advertisements” iscancelled by the advertisement merging circuit 105 when theadvertisement merging circuit 105 merges a second advertisement with thefirst advertisement. When the “subsequent advertisements” are cancelled,the advertisement merging circuit 105 causes the optimization updatingcircuit 103 to re-compute a new set of “subsequent advertisements” toupdate the set of upcoming group-level-personalized ads. For example, ifa user joins a group of users on the third minute of a five-minute breakwhere five advertisements of one-minute duration each are identified andpre-computed (personalized for the earlier subgroup etc.), then thefourth and fourth minute ads that were earlier made ready, will becancelled, and new advertisements (with new personalization's that alsocount the new users presence) will be used as replacement for theremainder of the segments (i.e., the fourth and fifth advertisments).

Thereby, the system 100 performs a split-merge process of advertisementsfrom one up to many devices or from many devices down to one (and allthe intermediate numbers between 1 and many) number of devices, adaptingfor the different modalities supported by those devices as far ascontent delivery modality (e.g., audio, video etc.), by dynamicallyinvoking advertisement optimization methods for such differentusers/subgroups of identified users at multiple different times as andwhen detected necessary.

Referring to FIG. 4A, Device 1 and Device 2 are devices 130 including auser identifying unit 131. The device data collecting circuit 101collects the device data from Device 1 and Device 2 indicating that afirst group of users (“U1”, “U2”, “U3”, “U4”) are viewing “Ad 1” onDevice 1 and no users are in the proximity of Device 2. As shown in FIG.4B, user “U4” moves from Device 1 to Device 2 as detected by the useridentifying unit 131 of each device, and the advertisement splittingcircuit 102 causes “Ad 1” to split from Device 1 to Device 2 whichstarts playing on Device 2 from a time that “U4” left Device 1. That is,the device data collecting circuit 101 receives the data from Device 1and Device 2 indicating that the first group now includes a new groupcomposition of users “U1”, “U2”, and “U3” and Device 2 has a secondgroup of user “U4”.

As shown in FIG. 4C, because the advertisement splitting circuit 102split the “Ad 1” to Device 2 and the group composition of the groupschanges, the optimization updating circuit 103 updates the advertisementoptimization such that subsequent advertisements on Device 1 and Device2 are optimized for the new group compositions. Thus, the optimizationupdating circuit 103 determines that “Ad 2” is optimal for the firstgroup of users “U1”, “U2”, and “U3” and “Ad 3” is optimal for the secondgroup of user “U4”.

As shown in FIG. 4D, user “U4” decides to move back to Device 1 while“Ad 3” is playing and thus the stopping circuit 104 stops “Ad 3” frombeing played on Device 2 and the advertisement merging circuit 105performs an in-advertisement dynamical update to merge “Ad 2” and “Ad 3”together.

FIG. 3 shows an exemplary embodiment of the system 100 facilitatingsplitting and merging of advertisements between content-serving devices130.

The device capability listener 350 a (e.g., embodied as previouslydescribed device data collecting circuit 101) collects data from devices130 including the advertising capabilities from the device capabilityregister 130 a (e.g., audio, video, audio/video advertisements) based ondata in the device capability register database 320.

Further, the device list decider for delivering ads 350 b (e.g.,embodied as previously described device data collecting circuit 101)receives which users and when users are in the proximity of devices 130from the person and subgroup detector 130 d (e.g., embodied aspreviously described user identifying unit 131). The ad delivery 130 bshows an advertisement on the devices 130 and the cognition tracker 130c tracks data of the users such that the ad selector 350 c (e.g.,embodied as previously described optimization updating circuit 103) canoptimize which advertisements to deliver from the ad content andmodality database 150 (e.g., embodied as previously described theadvertisement database 150).

As the person and subgroup detector 130 d detects a change in groupcomposition or a user coming to the proximity of a device 130 that noadvertisement is being played on, the ad selector 350 c (e.g., embodiedas previously described the advertisement splitting circuit 102) causesthe ad delivery 130 b to deliver a split version of the advertisement.When the person and subgroup detector 130 d detects that a user hasjoined a group viewing an advertisement from a prior device viewing adifferent advertisement, the ad in-content dynamic optimizer 350 d(e.g., embodied as previously described advertisement merging circuit105) merges the two advertisements together and the ad delivery module350 e delivers the merged advertisement via the ad delivery 130 b of thedevice 130. Also, the ad delivery continuation decision engine 130 e(e.g., embodied as previously described stopping circuit 104) stopsadvertisements from being delivered when the person and subgroupdetector 130 d detects that no user in near the proximity of the device130.

FIG. 2 shows a high level flow chart for a method 200 of split and mergeadvertisement.

Step 201 collects the data from the devices 130 of which user(s) arecurrently viewing a first advertisement on a first device 130 of thedevices 130 and when (e.g., at what point during the advertisement) auser who was watching the first advertisement on the first device 130moves to a second device 130 that is not displaying an advertisement orto a third device 130 that is displaying a second advertisement to adifferent user(s).

Based on the point during the first advertisement that the user left theproximity of the first device 130 as detected by Step 201, Step 202splits the first advertisement to be played on the second device 130from the point the user left the viewing proximity of the first device130.

Step 203 dynamically updates the optimization of the advertisementsbased on Step 201 identifying that the users viewing the particulardevice 130 has changed. Thus, as a user(s) enter and leave the proximityof a device 130, the next (subsequent) advertisement played on thedevice 130 with the new user(s) will be optimized by Step 201 based onthe detected change in user(s) viewing the device 130.

Step 204 stops the device 130 from distributing an advertisement if Step201 detects that there are no users in the proximity (e.g., close to)the device 130.

When Step 201 identifies that a user(s) has moved from a second device130 playing a second advertisements to a first device 130 alreadyplaying a first advertisement to a user(s), Step 205 merges the firstadvertisement and the second advertisement using an in-advertisementdynamic personalization technique such that the two advertisements aremerged to continue playing for the new set of users.

After Step 205 merges the advertisements together based on the groupcomposition changing (e.g., more (less) users), Step 203 updates theadvertisements based on the new group composition such that the mostoptimal advertisements are distributed to the users based on the newgroup composition in subsequent advertisements.

Exemplary Hardware Aspects, Using a Cloud Computing Environment

It is understood in advance that although this disclosure includes adetailed description on cloud computing, implementation of the teachingsrecited herein are not limited to a cloud computing environment. Rather,embodiments of the present invention are capable of being implemented inconjunction with any other type of computing environment now known orlater developed.

Cloud computing is a model of service delivery for enabling convenient,on-demand network access to a shared pool of configurable computingresources (e.g. networks, network bandwidth, servers, processing,memory, storage, applications, virtual machines, and services) that canbe rapidly provisioned and released with minimal management effort orinteraction with a provider of the service. This cloud model may includeat least five characteristics, at least three service models, and atleast four deployment models.

Characteristics are as follows:

On-demand self-service: a cloud consumer can unilaterally provisioncomputing capabilities, such as server time and network storage, asneeded automatically without requiring human interaction with theservice's provider.

Broad network access: capabilities are available over a network andaccessed through standard mechanisms that promote use by heterogeneousthin or thick client platforms (e.g., mobile phones, laptops, and PDAs).

Resource pooling: the provider's computing resources are pooled to servemultiple consumers using a multi-tenant model, with different physicaland virtual resources dynamically assigned and reassigned according todemand. There is a sense of location independence in that the consumergenerally has no control or knowledge over the exact location of theprovided resources but may be able to specify location at a higher levelof abstraction (e.g., country, state, or datacenter).

Rapid elasticity: capabilities can be rapidly and elasticallyprovisioned, in some cases automatically, to quickly scale out andrapidly released to quickly scale in. To the consumer, the capabilitiesavailable for provisioning often appear to be unlimited and can bepurchased in any quantity at any time.

Measured service: cloud systems automatically control and optimizeresource use by leveraging a metering capability at some level ofabstraction appropriate to the type of service (e.g., storage,processing, bandwidth, and active user accounts). Resource usage can bemonitored, controlled, and reported providing transparency for both theprovider and consumer of the utilized service.

Service Models are as follows:

Software as a Service (SaaS): the capability provided to the consumer isto use the provider's applications running on a cloud infrastructure.The applications are accessible from various client circuits through athin client interface such as a web browser (e.g., web-based e-mail).The consumer does not manage or control the underlying cloudinfrastructure including network, servers, operating systems, storage,or even individual application capabilities, with the possible exceptionof limited user-specific application configuration settings.

Platform as a Service (PaaS): the capability provided to the consumer isto deploy onto the cloud infrastructure consumer-created or acquiredapplications created using programming languages and tools supported bythe provider. The consumer does not manage or control the underlyingcloud infrastructure including networks, servers, operating systems, orstorage, but has control over the deployed applications and possiblyapplication hosting environment configurations.

Infrastructure as a Service (IaaS): the capability provided to theconsumer is to provision processing, storage, networks, and otherfundamental computing resources where the consumer is able to deploy andrun arbitrary software, which can include operating systems andapplications. The consumer does not manage or control the underlyingcloud infrastructure but has control over operating systems, storage,deployed applications, and possibly limited control of select networkingcomponents (e.g., host firewalls).

Deployment Models are as follows:

Private cloud: the cloud infrastructure is operated solely for anorganization. It may be managed by the organization or a third party andmay exist on-premises or off-premises.

Community cloud: the cloud infrastructure is shared by severalorganizations and supports a specific community that has shared concerns(e.g., mission, security requirements, policy, and complianceconsiderations). It may be managed by the organizations or a third partyand may exist on-premises or off-premises.

Public cloud: the cloud infrastructure is made available to the generalpublic or a large industry group and is owned by an organization sellingcloud services.

Hybrid cloud: the cloud infrastructure is a composition of two or moreclouds (private, community, or public) that remain unique entities butare bound together by standardized or proprietary technology thatenables data and application portability (e.g., cloud bursting forload-balancing between clouds).

A cloud computing environment is service oriented with a focus onstatelessness, low coupling, modularity, and semantic interoperability.At the heart of cloud computing is an infrastructure comprising anetwork of interconnected nodes.

Referring now to FIG. 5, a schematic of an example of a cloud computingnode is shown. Cloud computing node 10 is only one example of a suitablecloud computing node and is not intended to suggest any limitation as tothe scope of use or functionality of embodiments of the inventiondescribed herein. Regardless, cloud computing node 10 is capable ofbeing implemented and/or performing any of the functionality set forthhereinabove.

In cloud computing node 10, there is a computer system/server 12, whichis operational with numerous other general purpose or special purposecomputing system environments or configurations. Examples of well-knowncomputing systems, environments, and/or configurations that may besuitable for use with computer system/server 12 include, but are notlimited to, personal computer systems, server computer systems, thinclients, thick clients, hand-held or laptop circuits, multiprocessorsystems, microprocessor-based systems, set top boxes, programmableconsumer electronics, network PCs, minicomputer systems, mainframecomputer systems, and distributed cloud computing environments thatinclude any of the above systems or circuits, and the like.

Computer system/server 12 may be described in the general context ofcomputer system-executable instructions, such as program modules, beingexecuted by a computer system. Generally, program modules may includeroutines, programs, objects, components, logic, data structures, and soon that perform particular tasks or implement particular abstract datatypes. Computer system/server 12 may be practiced in distributed cloudcomputing environments where tasks are performed by remote processingcircuits that are linked through a communications network. In adistributed cloud computing environment, program modules may be locatedin both local and remote computer system storage media including memorystorage circuits.

As shown in FIG. 5, computer system/server 12 in cloud computing node 10is shown in the form of a general-purpose computing circuit. Thecomponents of computer system/server 12 may include, but are not limitedto, one or more processors or processing units 16, a system memory 28,and a bus 18 that couples various system components including systemmemory 28 to processor 16.

Bus 18 represents one or more of any of several types of bus structures,including a memory bus or memory controller, a peripheral bus, anaccelerated graphics port, and a processor or local bus using any of avariety of bus architectures. By way of example, and not limitation,such architectures include Industry Standard Architecture (ISA) bus,Micro Channel Architecture (MCA) bus, Enhanced ISA (EISA) bus, VideoElectronics Standards Association (VESA) local bus, and PeripheralComponent Interconnects (PCI) bus.

Computer system/server 12 typically includes a variety of computersystem readable media. Such media may be any available media that isaccessible by computer system/server 12, and it includes both volatileand non-volatile media, removable and non-removable media.

System memory 28 can include computer system readable media in the formof volatile memory, such as random access memory (RAM) 30 and/or cachememory 32. Computer system/server 12 may further include otherremovable/non-removable, volatile/non-volatile computer system storagemedia. By way of example only, storage system 34 can be provided forreading from and writing to a non-removable, non-volatile magnetic media(not shown and typically called a “hard drive”). Although not shown, amagnetic disk drive for reading from and writing to a removable,non-volatile magnetic disk (e.g., a “floppy disk”), and an optical diskdrive for reading from or writing to a removable, non-volatile opticaldisk such as a CD-ROM, DVD-ROM or other optical media can be provided.In such instances, each can be connected to bus 18 by one or more datamedia interfaces. As will be further depicted and described below,memory 28 may include at least one program product having a set (e.g.,at least one) of program modules that are configured to carry out thefunctions of embodiments of the invention.

Program/utility 40, having a set (at least one) of program modules 42,may be stored in memory 28 by way of example, and not limitation, aswell as an operating system, one or more application programs, otherprogram modules, and program data. Each of the operating system, one ormore application programs, other program modules, and program data orsome combination thereof, may include an implementation of a networkingenvironment. Program modules 42 generally carry out the functions and/ormethodologies of embodiments of the invention as described herein.

Computer system/server 12 may also communicate with one or more externalcircuits 14 such as a keyboard, a pointing circuit, a display 24, etc.;one or more circuits that enable a user to interact with computersystem/server 12; and/or any circuits (e.g., network card, modem, etc.)that enable computer system/server 12 to communicate with one or moreother computing circuits. Such communication can occur via Input/Output(I/O) interfaces 22. Still yet, computer system/server 12 cancommunicate with one or more networks such as a local area network(LAN), a general wide area network (WAN), and/or a public network (e.g.,the Internet) via network adapter 20. As depicted, network adapter 20communicates with the other components of computer system/server 12 viabus 18. It should be understood that although not shown, other hardwareand/or software components could be used in conjunction with computersystem/server 12. Examples, include, but are not limited to: microcode,circuit drivers, redundant processing units, external disk drive arrays,RAID systems, tape drives, and data archival storage systems, etc.

Referring now to FIG. 6, illustrative cloud computing environment 50 isdepicted. As shown, cloud computing environment 50 comprises one or morecloud computing nodes 10 with which local computing circuits used bycloud consumers, such as, for example, personal digital assistant (PDA)or cellular telephone 54A, desktop computer 54B, laptop computer 54C,and/or automobile computer system 54N may communicate. Nodes 10 maycommunicate with one another. They may be grouped (not shown) physicallyor virtually, in one or more networks, such as Private, Community,Public, or Hybrid clouds as described hereinabove, or a combinationthereof. This allows cloud computing environment 50 to offerinfrastructure, platforms and/or software as services for which a cloudconsumer does not need to maintain resources on a local computingcircuit. It is understood that the types of computing circuits 54A-Nshown in FIG. 6 are intended to be illustrative only and that computingnodes 10 and cloud computing environment 50 can communicate with anytype of computerized circuit over any type of network and/or networkaddressable connection (e.g., using a web browser).

Referring now to FIG. 7, a set of functional abstraction layers providedby cloud computing environment 50 (FIG. 6) is shown. It should beunderstood in advance that the components, layers, and functions shownin FIG. 7 are intended to be illustrative only and embodiments of theinvention are not limited thereto. As depicted, the following layers andcorresponding functions are provided:

Hardware and software layer 60 includes hardware and softwarecomponents. Examples of hardware components include: mainframes 61; RISC(Reduced Instruction Set Computer) architecture based servers 62;servers 63; blade servers 64; storage circuits 65; and networks andnetworking components 66. In some embodiments, software componentsinclude network application server software 67 and database software 68.

Virtualization layer 70 provides an abstraction layer from which thefollowing examples of virtual entities may be provided: virtual servers71; virtual storage 72; virtual networks 73, including virtual privatenetworks; virtual applications and operating systems 74; and virtualclients 75.

In one example, management layer 80 may provide the functions describedbelow. Resource provisioning 81 provides dynamic procurement ofcomputing resources and other resources that are utilized to performtasks within the cloud computing environment. Metering and Pricing 82provide cost tracking as resources are utilized within the cloudcomputing environment, and billing or invoicing for consumption of theseresources. In one example, these resources may comprise applicationsoftware licenses. Security provides identity verification for cloudconsumers and tasks, as well as protection for data and other resources.User portal 83 provides access to the cloud computing environment forconsumers and system administrators. Service level management 84provides cloud computing resource allocation and management such thatrequired service levels are met. Service Level Agreement (SLA) planningand fulfillment 85 provide pre-arrangement for, and procurement of,cloud computing resources for which a future requirement is anticipatedin accordance with an SLA.

Workloads layer 90 provides examples of functionality for which thecloud computing environment may be utilized. Examples of workloads andfunctions which may be provided from this layer include: mapping andnavigation 91; software development and lifecycle management 92; virtualclassroom education delivery 93; data analytics processing 94;transaction processing 95; and, more particularly relative to thepresent invention, the split and merge advertisement system 100described herein.

The descriptions of the various embodiments of the present inventionhave been presented for purposes of illustration, but are not intendedto be exhaustive or limited to the embodiments disclosed. Manymodifications and variations will be apparent to those of ordinary skillin the art without departing from the scope and spirit of the describedembodiments. The terminology used herein was chosen to best explain theprinciples of the embodiments, the practical application or technicalimprovement over technologies found in the marketplace, or to enableothers of ordinary skill in the art to understand the embodimentsdisclosed herein.

Further, Applicant's intent is to encompass the equivalents of all claimelements, and no amendment to any claim of the present applicationshould be construed as a disclaimer of any interest in or right to anequivalent of any element or feature of the amended claim.

What is claimed is:
 1. A split and merge advertisement systeminterfacing with a plurality of devices, each device including a useridentifying unit configured to identify each user viewing advertisementson the respective device, the system comprising: a device datacollecting circuit configured to collect data from a first deviceindicating a first group of users are viewing a first advertisement onthe first device; an advertisement splitting circuit configured to splitthe first advertisement to be played on a second device when a movinguser of the first group of users moves from a proximity of the firstdevice to a proximity of the second device as detected by the useridentifying unit of each of the first device and the second device; anoptimization circuit configured to optimize a second advertisement to beplayed on the first device for the first group of users having a newgroup composition and a third advertisement to be played on the seconddevice for the moving user; and an advertisement merging circuitconfigured to merge the third advertisement with the secondadvertisement when the moving user moves from the second device to thefirst device.
 2. The system of claim 1, wherein the optimization circuitdynamically re-computes a personalization score of the first group ofusers when the advertisement splitting circuit splits the firstadvertisement to be played on the second device.
 3. The system of claim1, wherein the optimization circuit dynamically re-computes apersonalization score for each of the new group composition of the firstgroup of users and the moving user when the advertisement splittingcircuit splits the first advertisement to be played on the second devicesuch that the second advertisement on the first device is optimized forthe new group composition of the first group of users and the thirdadvertisement on the second device is optimized for the moving user. 4.The system of claim 1, wherein, if the second device is playing a fourthadvertisement to a second group of users when the moving user moves inthe proximity of the second device, the advertisement merging circuitmerges the first advertisement split from the first device by theadvertisement splitting circuit with the fourth advertisement alreadybeing viewed by the second group of users.
 5. The system of claim 1,wherein the advertisement splitting further changes a delivery type ofthe split of the first advertisement to be played on the second devicebased on a delivery capability of the second device.
 6. The system ofclaim 5, wherein the delivery capability includes at least one of:audio; visual; and audio-visual.
 7. The system of claim 1, wherein theoptimization circuit optimizes the second advertisement based on apersonalization score of the new group composition of the first group ofusers.
 8. The system of claim 1, wherein the first advertisement isplayed on the second device from a point of the first advertisement thatthe user moved from the proximity of the first device as detected by theuser identifying unit of the first device.
 9. The system of claim 1,further comprising a stopping circuit configured to stop the playing ofany advertisement if the corresponding device of the plurality ofdevices identifies no users in a proximity of the corresponding device.10. The system of claim 1, wherein, when the advertisement splittingcircuit splits the first advertisement to the second device, theoptimization updating circuit performs an on-the-fly optimization of thefirst advertisement for the new composition of the first group of userssuch that the ongoing split first advertisement on the first device ismodified on-the-fly with a new content in the first advertisement. 11.The system of claim 1, wherein, if the advertisement merging circuitmerges the third advertisement with the second advertisement having aplurality of pre-computed optimized segments, the plurality ofpre-computed optimized segments of the second advertisement are deletedand the optimization updating circuit creates newly optimized segmentsbased on the third advertisement and the second advertisement.
 12. Thesystem of claim 1, wherein, if the advertisement merging circuitattempts to merge the third advertisement with the second advertisementand the second advertisement includes a plurality of pre-computedoptimized segments, the third advertisement is not instantly merged withthe second advertisement which causes the plurality of pre-computedoptimized segments of the second advertisement to be deleted and theoptimization updating circuit to create newly optimized segments basedon the third advertisement and the second advertisement.
 13. The systemof claim 1, wherein the optimization updating circuit re-computes apersonalization score when the advertisement merging circuit merges thethird advertisement and the second advertisement.
 14. The system ofclaim 1, wherein the proximity comprises a predetermined distance toeach of the plurality of devices based on a type of the device.
 15. Thesystem of claim 1, wherein the device data collecting circuit collectsdata from each of the plurality of devices related to the users within aproximity of the device and a current advertisement being played on thedevice.
 16. The system of claim 1, wherein the second advertisement andthe third advertisement comprise subsequent advertisements played afterthe first advertisement has finished.
 17. The system of claim 1, whereinthe moving by the moving user is based on the proximity to the seconddevice being less than the proximity to the first device as detected bythe user identifying unit of each of the first device and the seconddevice.
 18. The system of claim 1, wherein the optimization updatingcircuit dynamically optimizes the currently viewed advertisement whenthe merging or splitting occurs.
 19. A split and merge advertisementmethod interfacing with a plurality of devices, each device including auser identifying unit configured to identify each user viewingadvertisements on the respective device, the method comprising:collecting data from a first device indicating a first group of usersare viewing a first advertisement on the first device; splitting thefirst advertisement to be played on a second device when a moving userof the first group of users moves from a proximity of the first deviceto a proximity of the second device as detected by the user identifyingunit of each of the first device and the second device; optimizing asecond advertisement to be played on the first device for the firstgroup of users having a new group composition and a third advertisementto be played on the second device for the moving user; and merging thethird advertisement with the second advertisement when the moving usermoves from the second device to the first device.
 20. A non-transitorycomputer-readable recording medium recording a split and mergeadvertisement program interfacing with a plurality of devices, eachdevice including a user identifying unit configured to identify eachuser viewing advertisements on the respective device, the programcausing a computer to perform: collecting data from a first deviceindicating a first group of users are viewing a first advertisement onthe first device; splitting the first advertisement to be played on asecond device when a moving user of the first group of users moves froma proximity of the first device to a proximity of the second device asdetected by the user identifying unit of each of the first device andthe second device; optimizing a second advertisement to be played on thefirst device for the first group of users having a new group compositionand a third advertisement to be played on the second device for themoving user; and merging the third advertisement with the secondadvertisement when the moving user moves from the second device to thefirst device.